Media Relations for Askoll

Askoll

Aims

  • To reposition the Askoll brand that diversified the business from the producer of electrical motors for home appliances and aquariums to the first and only player in 100% Made in Italy sustainable mobility
  • To promote the launch of the pedal-assisted bicycle and electric scooter in the Italian market

Strategy

  • «Touch and see» approach to create awareness of the product through direct experience
  • Storytelling and newsjacking approach to convey the brand and the products through various story-angles (automotive, environment, innovation, lifestyle, etc.) and to ride the wave of current hot topics
  • Creation of valuable alliances with third parties and co-marketing with a variety of companies

Activities

  • Institutional press office and products (sending of press releases and interviews)
  • Blogger relations
  • Engagement of influencers for the test rides
  • Visit to the headquarters to unveil the new entrepreneurial challenge and other press events, such as the opening of the store in Milan Askoll

Results

  • 400 clippings, among which RAI TG1, La Repubblica, Il Sole 24 Ore, Corriere della Sera, La Gazzetta dello Sport, Ansa, Adnkronos, SportWeek, Gioia!, Wired, D La Repubblica delle Donne, Glamour, GQ, Oggi, Marie Claire and Capital
  • 50 releases sent out and 10 interviews carried out
  • 15 test rides and 5 press and blogger events